Burger King recently joined forces with Rovio Entertainment, the software developer best known for Angry Birds, to launch a new web-based augmented reality experience for kids. The new mobile game can be activated through a QR code found on Burger King's plush toy tags, box packaging, and signage inside participating locations.
The video game urges players to defend three 3D eggs from waves of AR Hatchlings that try to steal them. To protect their eggs, players need to tap on the Hatchlings to move them away or throw slime to slow the small creatures with a catapult. In an effort to make the game more sharable, the game allows players to take photos of the experience, which can be shared on social or with friends.
Egg-Hiding AR Games
Burger King's New AR Game Urges Kids to Guard Virtual Eggs
Trend Themes
1. AR Gaming for Kids - Develop AR games that appeal specifically to children as a way to increase engagement and interaction with young audiences.
2. QR Code Activated Games - Create mobile games that can only be accessed through scanning QR codes, making the experience more exclusive and rewarding for consumers.
3. Sharable Gaming Experiences - Design games with built-in social sharing components, which can motivate players to compete with each other and spread the word about the brand.
Industry Implications
1. Fast Food Chains - Fast food chains like Burger King can invest in producing interactive games that come with their meals to enhance customer experience and drive sales.
2. Toy Manufacturing - Toy manufacturers can produce plush toys with QR codes for AR games, which can be sold as a bundled package with the game for added value.
3. Digital Advertising - Advertising agencies can create AR games that incorporate brand messaging and QR codes, which can be displayed in high-traffic areas to generate buzz and customer engagement.